Outdoor

Snow

Health & Fitness

Fitness

Outdoors

Community

Inclusivity

Connection

Internal Sales

Focused on serving outdoor industry and communities, I am a skilled business leader with fourteen years of? experience in sales, strategic operations, and service. I have worked with outdoor brands Smartwool, Patagonia, Icebreaker, K2, and Vail Resorts, as well as making marks in both the snowsports and fitness and wellness industries. Always seeking partnerships to lead strategic, business-enhancing solutions.

My career is built on business and operations management, and I have broad experience in both wholesale and retail channels, strategy, budgeting, fiscal responsibility, project management, programming, and staff management. To learn more (and offer more), I completed a MBA with specialization in marketing thru Colorado State University in 2017. 

I sell, increasing revenue. I deliver genuine and amazing service, providing unforgettable client experiences. And my operations career is laced with brand and marketing management experience including strategy development and execution, copy writing and collateral creation, and strategic partnership development and event planning.

At my core, I am a mentor and coach. I have nineteen years of experience as a trainer thru ski instruction, providing thoughtful presentation, facilitation, listening, and feedback skills. I communicate intentionally and effectively, both in writing and in person, and thrive on promoting teamwork among the groups I manage and in which I participate. 

Strengths: strategic, achiever, relator, intellection, maximizer, adaptability, positivity.

Favorites: skiing, snowboarding, nordic, trail running, hiking, fitness, yoga.

Connect with me at shannonmtsmith@gmail.com.

Train Vail snow sports school staff and provide inspiring on-snow experiences for clients of all ages and abilities.  I provide a shared passion for the sport and love to train and coach, producing learning moments for my crew whether they are new instructors, mountain kids, or day-one skiers.  Finally, I have developed leadership, strategic decision making, professional presentation, communication, and feedback skills thru my experiences teaching on the mountain.

Certifications:
- PSIA (Alpine) Level 3
- AASI (Snowboard) Level 1
- Children's Specialist 1
- Freestyle Specialist 1

Clinics:
- New Instructor Training: application to integration of teaching model, skills concept, and fundamentals.
- Developing Instructor Training: skills concept exploration, teaching kids bag of tricks, process clinics.
- Children's Specialist Prep: exam clinic preview including scenario teaching, facilitation, and feedback.

Trainer and Coach, Vail Ski and Snowboard School

Manage wholesale, house, and VF Corporation cross-brand accounts driven by revenue generation, partnership, communication, and service. Maximize off-price/closeout business to enhance brand presence, market penetration, and margin. Represent Smartwool, present and sell seasonal lines, and share brand story at industry trade shows and account events.  Manage Smartwool's online policy, serving as watchdog and gatekeeper to protect brand and price integrity across online marketplaces.

Successes:
- Strategized and implemented double-digit drop in Smartwool's closeout business, enhancing margin while protecting partnerships.
- Increased sales to VF cross-brands The North Face and Timberland, developing branded retail and additional online channel opportunity.
- Decreased Smartwool's unauthorized Amazon sellers by half.

Promote and sell K2 skis and gear with a focus on driving women's-specific product.  Provide approachable and passionate information thru product sales, special events, social media, and personal chairlift conversations. In a nutshell: I narrow the overwhelming ski wall by explaining ski shapes and profiles to clients, driving consumer confidence, purchases, and excitement for all types of skiers.

Events:
- SIA Snow Show On-Snow Demo
- K2 Product Development Ski Testing
- Labor Day Ski Sales
- K2 University Ski Clinics
- Skadi Vail Women's Ski Fest
- International Women's Ski and Snowboard Day


K2 Alliance Team

Opened two Vail Resorts Retail partner stores to stellar market success: Icebreaker in Fall 2012 and Patagonia in Fall 2013, exceeding initial projected sales by as much as 30% and establishing Patagonia as VRR’s most productive partner store.  Managed Patagonia expansion in Winter 2015-16 to meet market demand in Vail's best retail location.

Managed store openings, budget, sales, staff, merchandise, and programming. Promote creative and engaging marketing and events to drive sales. Create brand connection with Vail's athletic and snow sports community.  

VRR Leadership Roles:  
- Created Epic Promise campaign kickoff event for VRR team, increasing fundraising penetration.
- Trainer and curriculum developer for VRR's inaugural staff training program.
- Led and analyzed VRR pilot program to restock and merchandise stores, boosting sales and service. 
- Managed ski hardgoods department for VRR Vail's major 2016 fiscal year-opening sale. 
- Policy development team, rewriting VRR policy and SOPs.
- Wrote VRR event marketing guide and mentor event development.
- Partnered with Special Orders department to navigate and rewrite procedure changes, driving SO sales.

Brand Partnership:
- Drive visual merchandising standards, fixtures, and strategy thru store opening and expansion.
- Developing revisions to streamline VRR/Patagonia repair procedures for all stakeholders and guests.

Event Marketing:
- Unbroken Ground Film Screening and Patagonia Provisions Promotion (Patagonia, 2017)
- Climate Change Speaker Eric Larsen benefiting Snowriders International (Patagonia, 2016)
- DamNation Film Screening benefiting Eagle River Watershed Council (Patagonia, 2014)
- Community Recycling Lecture Series (Patagonia, 2014)
- Sponsor of Vail Snowshoe Event, Partnered with Vail Recreation District (Icebreaker, 2013)
- Sponsor of Weekly Trail Runs and Yoga, Partnered with Vail Vitality Center (Icebreaker, 2013)

Manager and Store Opener, Patagonia and Icebreaker

Managed all operational, programming, membership, retail, and marketing aspects of a high-end, wellness-oriented athletic facility, increasing net revenue 156%.  Strategized business development to increase potential and drive results.  Led a team of 40+ employees to provide stellar, relationship-building service and athletic coaching.  

Accomplishments:
- Software Conversion - Implemented Mind Body Online, integrating club and spa applications.
- Retail Development - Created new business unit, increasing sales 537% over six years.
- Property Renovation - Managed guest reception and locker room redesign.
- Website Redesign - Reimagined web presence, mapped site, wrote copy, and managed contractor.
- Strategic Programming - Engaged members and guests, increasing class participation 70%.
- Capital Improvement - Facilitated club fitness equipment purchase, revitalizing operations and esthetic.

Club Manager and Membership Director

Managed 300+ ski and snowboard supervisors, instructors, assistants, equipment operators, and sales staff.  Trained staff in quality snow sports skills and education, customer service, strategic operations, and child relations.  Maintained responsibility to budget while maximizing guest experience and departmental profit.


Manager and Training Director, Snow Sports Learning Center

Shared responsibility for the success of a $2.5 million annual fund campaign.  Directed marketing messages through email, mail, telephone, event, and personal solicitation.  Managed and trained volunteers and staff in successful fundraising techniques.  Project manager for email and online giving services and for fundraising software implementation.

Planned college-wide events, organizing details including marketing, catering, registration, staff recruitment and hiring, and high level of communication with multiple venues, faculty, and staff.

Assistant Director of the Annual Fund and Special Events Coordinator

Find out detailed information about Shannon Smith Kohn, Internal Sales in Vail, CO

Shannon Smith Kohn: Internal Sales in Vail, CO

Shannon Smith Kohn

Vail Resorts

SmartWool

K2 Sports

Vail Resorts Retail

Vail Athletic Club at The Vitality Center

Mt. Hood Meadows Ski Resort

Reed College

Colorado State University

Whitman College